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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. WALL STREET PERSPECTIVE ON STATE OF THE AGENCIES (10:00-11:00AM)
Brian Wieser is an en equity research analyst, currently covering IPG, Omnicom, WPP, Facebook, Google, and Yahoo and also focuses on other ad supported media companies across various sub-sectors. Brian will share his perspective on the state of the agency industry overall as well as take a deep dive on specific areas related to agency relationships.
Brian Wieser, Senior Analyst – Pivotal Research
II. AGENCY ROUNTABLE DISCUSSION: THE INTEGRATED CREATIVE BRIEF (11:15AM-12:00PM)
In this session, members will share how they integrate creative briefs across agencies and how their creative brief process works. Members are encouraged to bring in samples of their creative briefs to share, discuss, and solicit feedback from the Committee.
Eve Reiter, Vice President, Marketing Category Management and Agency Relations – American Express Company and ANA Agency Relations Committee Chair
III. THE DIGITAL DIFFERENCE: EXPLORING THE VARIANCES IN DIGITAL AGENCY MANAGEMENT: EXPLORING BEST PRACTICES FOR ACQUIRING AND MANAGING AGENCY PARTNERS IN THE DIGITAL SPACE (12:45-2:15PM)
With an online ad spend increase of 53% in the last five years and continued growth expected to hit $50 billion by 2015, we are way past the days of "emerging" media and "new" technology. The technology is fast and consumer adoption is faster.
Because of the pace and interconnectedness of disciplines within the space, a digital agency model functions quite differently than "traditional" agencies. As a result, the more traditional rules of agency search and management do not always apply. Kerry Kielb, Senior Consultant - The Bedford Group, along with Jon Cook, CEO of VML and Rob Crigler, VP of Digital Marketing, Rooms to Go will present best practices for navigating this highly variable world of specialists to optimize output for your brand. Topics will include critical actions for digital agency search and selection, organizing your internal team for optimal efficiency and performance and how compensation and KPIs may differ in the digital agency space and why.
Kerry Kielb, Senior Consultant - The Bedford Group
Jon Cook, Chief Executive Officer - VML
Rob Crigler, Vice President, Digital Marketing, Rooms-to-Go